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Philippe Borremans - How To Automate Boring Tasks & Increase Productivity In PR

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There is a contradiction in the PR industry; many practitioners want a seat on the board, but most of us perform tactical tasks.

What if automation and Artificial Intelligence does not take our jobs but - on the contrary - become the enablers of something new? A no hype talk about the use of automation and AI in day to day PR operations and what it could represent to the profession.

Publicado en: Tecnología
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Philippe Borremans - How To Automate Boring Tasks & Increase Productivity In PR

  1. 1. 1 PR HACKING HOW TO AUTOMATE BORING TASKS & INCREASE PRODUCTIVITY IN PR PHILIPPE BORREMANS Member of the Board
  2. 2. A FLEXIBLE NETWORK OF SENIOR INDEPENDENT COMMUNICATION CONSULTANTS 2
  3. 3. SMALL, NIMBLE, AGILE, FLEXIBLE 3 SPECIALISED, OPTIMISED, LEAN
  4. 4. WORK IS BROKEN & TEAMS ARE NOT PRODUCTIVE WORKERS STRESSED ABOUT THEIR JOB 83% EMPLOYEES WHO FEEL ENGAGED 13% PRODUCTIVITY GROWTH IN 5 YEARS 0.3% PRODUCTIVITY DECREASE / WORK OVERLOAD 68% THE HARD TRUTH B A S E D O N R E C E N T R E S E A R C H 4 Data Source: Employee Productivity Statistics: Every Stat You Need to Know - by G.I. Sanders - Dynamic Signal 
  5. 5. M E E T I N G S 62 MEETINGS/MONTH 50% of meetings considered time wasted 31 hrs spent in unproductive meetings/month 5 Data compiled by Atlassian https://www.atlassian.com/time-wasting-at-work-infographic
  6. 6. E M A I L S 304 weekly emails (average) 36 times number of times the average employee 
 checks his/her email per hour 16 minutes to refocus after handling incoming email 6 Data compiled by Atlassian https://www.atlassian.com/time-wasting-at-work-infographic
  7. 7. 80% of interruptions at work are considered trivial 7 Data compiled by Atlassian https://www.atlassian.com/time-wasting-at-work-infographic
  8. 8. 60%or less of work time is actually spent productively 8 Data compiled by Atlassian https://www.atlassian.com/time-wasting-at-work-infographic
  9. 9. “At all levels, practitioners are overwhelmingly engaged in tactical delivery. The most commonly undertaken activity in PR is copywriting and editing – the third most common is media relations. Elements of these activities, as well as social media relations, are at risk of automation.” 9 CIPR State of the Profession 2018 https://www.cipr.co.uk/stateofpr
  10. 10. NO WONDER WE SHOULD TAKE NOTE W H E R E W E A R E N O W A company is an association or collection of individuals, whether M A R K E T I N G & P R O M O A company is an association or collection of individuals, whether O U R TA R G E T A company is an association or collection of individuals, whether C O M P L E X I D E A S A company is an association or collection of individuals, whether 10
  11. 11. WRITING PRESS RELEASES WILL BE AUTOMATED S T A T U S O F A I “In 2018, 20% of all business content will be is authored by machines.” - Gartner The Associated Press now publishes 3,000 stories via AI every quarter — and that number is poised to grow. The system can produce 2,000 articles per second if need be… T I T L E 11
  12. 12. Content Analysis S T A T U S O F A I The Shinano Mainichi Shimbun's news distribution service for cable TV summarises articles with AI. By utilising the AI system it reduces the time required for the entire process by about half, accelerating the operations of the service. 12
  13. 13. “Things looked bleak for the Angels when they trailed by two runs in the ninth inning, but Los Angeles recovered thanks to a key single from Vladimir Guerrero to pull out a 7-6 victory over the Boston Red Sox at Fenway Park on Sunday.” 13 “The University of Michigan baseball team used a four-run fifth inning to salvage the final game in its three-game weekend series with Iowa, winning 7-5 on Saturday afternoon (April 24) at the Wilpon Baseball Complex, home of historic Ray Fisher Stadium.”
  14. 14. 14 Source: How an AI Algorithm Learned to Write Political Speeches - MIT Technology Review
  15. 15. AVAILABLE FOR FREE AT GITHUB. ALL YOU NEED IS A SERVER. B U S I N E S S I D E A … 15
  16. 16. WE HAVE A MORAL OBLIGATION TO OUR PEOPLE & OUR CLIENTS TO CHANGE 16
  17. 17. 17 PR HACKING ABOUT AGILE PROJECT MANAGEMENT & TOOLS
  18. 18. T I T L E T H E T O O L S W E U S E PR Hacking tools are; Low cost, online, open and co -exist well with others. They are easy to learn and to use, always available. They are OS agnostic, continuously improved upon and easily replaced when needed. They are by definition and set up collaborative and agile by default. T H E WAY W E W O R K Change is constant in our business Unpredicted challenges cannot be addressed in a traditional manner. Scrum/agile accepts that the problem cannot be fully understood or defined. Focus is on the team's ability to deliver quickly & respond to emerging requirements. 18
  19. 19. THE ADVANTAGES T H E W A Y W E W O R K 19 Puts emphasis on quickly delivering the most added value Provides quality, transparency and predictability Stimulates early feedback Ensures everyone is happy doing what they are good at
  20. 20. SOMETHING Y O U C A N W R I T E H E R E A company is an association or collection of individuals, whether natural persons, legal M O R E 20 STAND UP MEETINGS • Every day • 15 minutes • Standing up (no seats) • No coffee 3 Q&A/TEAM MEMBER 1. What I did since the last meeting 2. What I plan on doing today 3. What is impeding me from doing my work T H E W A Y W E W O R K
  21. 21. KANBAN BOARDS T H E W A Y W E W O R K 21 TO-DO DOING DONE Task Task Task Task Task Task BOARD LIST CARD
  22. 22. 22 T H E W A Y W E W O R K
  23. 23. 23 PR HACKING AN EXAMPLE OF CONTENT CREATION & SMART TOOLS
  24. 24. CONTENT CREATION T H E W A Y W E W O R K 24
  25. 25. CONTENT CREATION WORKFLOW T H E W A Y W E W O R K 25 1 Research Topic 2 Research Influencer 3 Record Podcast 4Promote / Publish PODCAST
  26. 26. CONTENT CREATION WORKFLOW T H E W A Y W E W O R K 26 5Transcribe COVERAGE From a 30 minute podcast into 3 to 4 articles and 1 “video” 8 Promote again 7 Publish in sequence on blog, Linkedin etc… 6 Copy Edit into 3/4 articles
  27. 27. WORKFLOW TOOLS T H E W A Y W E W O R K 27 Research Topic Research Influencer
  28. 28. WORKFLOW TOOLS T H E W A Y W E W O R K 28 Record Podcast
  29. 29. WORKFLOW TOOLS T H E W A Y W E W O R K 29 Promote / Publish
  30. 30. WORKFLOW TOOLS T H E W A Y W E W O R K 30 Transcribe $0.006 / 15 seconds
  31. 31. WORKFLOW TOOLS T H E W A Y W E W O R K 31 Copy Edit into 3/4 articles
  32. 32. WORKFLOW TOOLS T H E W A Y W E W O R K 32 Copy Edit into 3/4 articles
  33. 33. WORKFLOW TOOLS T H E W A Y W E W O R K 33 Publish in sequence on blog, Linkedin etc…
  34. 34. WORKFLOW TOOLS T H E W A Y W E W O R K 34 Publish in sequence on blog, Linkedin etc…
  35. 35. From a 30 minute (evergreen) podcast into 3 to 4 articles, several social media updates and 1 “video” 35
  36. 36. D A T A EXCEL… It’s a spreadsheet software. NOT A DATABASE! 36 (My own pet peeve…)
  37. 37. 37 PR HACKING HOW WILL WE REACT?
  38. 38. MARKET DATA P R H A C K I N G Category 1 Category 2 Category 3 3 22 1,8 4,4 2,4 3,5 2,5 4,3 38 The global public relations (PR) tools market size was valued at USD 4.55 billion in 2015 and is predicted to increase over the next eight years. Creating, streamlining, automating, and improving processes accounted for over 70% of the overall industry share. F O L L O W T H E T R E N D ? PR Tools Market Size | Public Relations Tools Industry Report, 2024
  39. 39. The rise of 'Strategic Planning' - strategic planning is now the third most common way PR professionals spend their time, behind content creation (81%) and media relations (73%). Tightening budgets and reduced fees - Almost a third (32%) of in-house professional report budget cuts and double the number of agencies and consultancies (15%) cut fees, compared with last year. 39 CIPR State of the Profession 2017
  40. 40. 87% of professionals say that the term “Public Relations” will not describe the work they will do in five years… 40 Global Communications Report 2017 - USC Annenberg School for Communication and Journalism
  41. 41. THE PUBLIC RELATIONS PROFESSION HAS A UNIQUE OPPORTUNITY TO MAKE A DIFFERENCE LIKE NEVER BEFORE M Y 2 C E N T S 41
  42. 42. 42 PR HACKING HOW TO AUTOMATE BORING TASKS & INCREASE PRODUCTIVITY IN PUBLIC RELATIONS PHILIPPE BORREMANS - www.reputationand.co +212707127270 - phil@reputationand.co

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